September 24, 2026
Published by 
Jarod Bernat on September 24, 2026
Jarod Bernat on September 24, 2026For decades, funeral service was a relationship business built on word-of-mouth marketing, referrals from local religious venues, and having a familiar name on a building on Main & Main. And while that foundation still matters today, it is no longer where the decision-making process begins for most families choosing a funeral home. That process now more than ever begins online. The 2026 Funeral and Cemetery Consumer Behavior Study (“FCCBS”), conducted by Foresight and Fortitude Research and Marketing, provides us with a wealth of insight into consumer preferences and how funeral professionals can improve the way reach and serve their families based on these ever-evolving preferences. The FCCBS data quantifies just how many people are starting their decision-making process online – 81%. Yes, 81% of future consumers plan to research funeral and cemetery options online, while only 60% of recent customers […]
July 23, 2026
Published by Jarod Bernat on July 23, 2026
Jarod Bernat on July 23, 2026Featured in American Funeral Director by Kates-Boylston Publications When selling a funeral home, timing matters. Owners spend decades building reputation, market share, staffing relationships, and operational consistency. That lifetime investment often creates a sentimental perception of value that buyers may not fully support. Sellers sometimes become anchored to a target number and convince themselves that if they wait just a little longer, the “right buyer” will eventually appear. What many owners underestimate, however, is how quickly business value can deteriorate once they mentally decide they are ready to sell. The following case study illustrates a pattern that has become increasingly common throughout the funeral profession in recent years: a business owner receives a strong offer while the company is operating at peak performance, delays the sale in pursuit of a higher valuation, gradually disengages from operations, and ultimately watches both […]
June 25, 2026
Published by Jarod Bernat on June 25, 2026
Jarod Bernat on June 25, 2026How to approach a transfer of ownership realistically and effectively. Succession planning in the funeral service profession rarely entails just a business transaction. It is personal; emotional; and deeply tied to family legacy, community reputation and identity. For many funeral home owners, their business represents multiple generations of service. For the next generation, however, it represents opportunity, responsibility and, oftentimes, a very different vision for the future. Setting realistic expectations for both sides of the succession plan is the key to a successful transition. Without clarity, assumptions can cause resentment, and even good intentions can lead to fractures in a relationship. With clear communication and structured planning, however, succession can strengthen both the relationship and the business. For both the current owner and the future successor to approach succession planning with realism and foresight, they must adhere to the following […]
March 24, 2026
Published by Jarod Bernat on March 24, 2026
Jarod Bernat on March 24, 2026Succession planning in the funeral profession is never just a transaction, it’s a deeply personal process tied to family legacy, community trust, and identity. For one generation, the business represents a lifetime of work; for the next, it represents opportunity, responsibility, and often a different vision for the future. The difference between a smooth transition and a strained one often comes down to expectations. When assumptions go unspoken, conflict follows. When expectations are clear, succession becomes a strength not a strain. Passion alone isn’t enough to lead a modern funeral home. Ownership today requires financial acumen, operational discipline, leadership, compliance, and adaptability. Successors need time, exposure, and often experience outside the family business to build those skills. Without true readiness, the risk isn’t just operational, it’s the legacy itself. At the same time, family dynamics should not dictate business structure. […]
September 25, 2025
Published by Jarod Bernat on September 25, 2025
Jarod Bernat on September 25, 2025Scenario: Paul Gibson, age 63, was the owner and operator of Gibson Funeral Home, a small-town funeral home in a micropolitan area of the Midwest. Paul had built a reputation over decades as a dependable figure in his community, serving approximately 140 families per year. With a lean operation staffed by only himself and another funeral director (also nearing retirement and uninterested in ownership), Paul found himself at a crossroads. After decades of running the funeral home, Paul was ready to retire. He had a two-year horizon before he planned to fully step away and become eligible for Medicare. Willing to consult for a buyer during that transition, Paul envisioned exiting the business gracefully. In 2023, he put the business on the market hoping to achieve a $3 million sale price, a figure based on inflated financials during the COVID-19 […]